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It’s the business' first time trading at the Christmas Market, and judging by its popularity, it will be trading for many years to come.

It's the first time that World Pizza have traded at the Plymouth Market (Image: Penny Cross)

Matt Martin, who runs World Pizza with Jonathan Seager, said: “We just wanted an idea that’s nice and easy to make and, importantly, easy for the customer to hold.

“We recognise that at a market like this it’s maybe difficult to walk around with a 12-inch pizza. It’s obviously not for everybody.

“We did some research and made sure that whatever we did sell used the same ingredients and same quality.

“Luckily, we found a supplier who created the cones and we went with the idea, and now we’re the first ones to bring the idea to Plymouth.”

The sourdough is crafted into a cone before being topped with a Margherita filling (Image: Penny Cross)

To make the innovative dish, which costs £4, the specially-made sourdough is carefully crafted into a cone shape.

The filling is then made from a mixture of provolone and mozzarella cheeses and spiced tomato sauce, which has been imported from Italy.

“The feedback has been really good so far and we’ve been really busy,” Mr Martin said.

“The novelty factor means that there is always a lot of people asking what it’s all about so that’s great.”

“The customer satisfaction rate has been 100% so far so hopefully that continues.”

People are already loving this quirky dish (Image: Penny Cross)

The pizza cone isn’t the only quirky dish on the menu at the World Pizza stall, with the eatery also selling pizza fries, which sees a portion of chips topped with mozzarella, provolone cheese and tomato sauce with sprinkles basil on top.

“The idea for this actually came from watching a series on Netflix by an American chef called Fidel Gastro,” Mr Martin said.

“They did a pop-up pizzeria and came up with this great concept.”

“It’s something we’ve adopted and, with our good-quality fries, it’s very much a hearty meal for people who come to the market.”

As well as offering a good menu, Mr Martin revealed that his stall has benefited from the market’s new and improved layout.